@article{Okello:236244,
      recid = {236244},
      author = {Okello, Julius J. and Lagerkvist, Carl Johan and  Muoki-Kingori, Penina and Heck, Simon and Prain, Gordon},
      title = {Combining sensory evaluation and mental models in the  assessment of consumer preferences for and choice of  healthy products: Experience from a field experiment in  Kenya},
      address = {2016-05-25},
      number = {333-2016-14400},
      month = {May},
      year = {2016},
      abstract = {This paper combines Just-About-Right (JAR) sensory  evaluation and means-end chain (MEC) analysis to examine  consumer evaluation of the sensory attributes of  conventionally bred biofortified orange-fleshed sweetpotato  (OFSP). It specifically examined the role of information on  biofortification process on consumers’ expected and actual  sensory evaluation of OFSP attributes and the mental models  associated with the decision to consume OFSP. It is based  on data collected via a field experiment with 504 rural  consumers. Each consumer was randomly placed into one of  the 3 treatment groups and received: i) general information  about biofortification (Control), ii) general and positive  information (Treatment 1) and iii) general and negative  information (Treatment 2). The study finds, among others,  that information on vitamin A (i.e., nutrition), taste and  texture were, overall, discriminated by the kind of  information provided (i.e., treatment), with texture being  considered to be at an inappropriately lower level.  Nutrition attribute was, however, considered to be at a  higher than appropriate level. The results of the MEC were  in line with those of sensory evaluation, with mental  constructs (and models) being strongly discriminated by  treatment type. It concludes that information consumers  receive affect the expected and actual sensory evaluation  OFSP attributes and mental models of OFSP consumption. We  highlight some implications of these findings.},
      url = {http://ageconsearch.umn.edu/record/236244},
      doi = {https://doi.org/10.22004/ag.econ.236244},
}